VP of Creative - Select Work
Alpha Tote Bag Launch
Creative direction for the launch of BaubleBar’s Alpha Tote, a customizable bag designed to highlight the brand’s playful approach to personalization. Led creative across campaign imagery, ecommerce storytelling, and digital marketing assets, supporting the introduction of a new site customizer experience.
Ecommerce Visual System Refresh
Photography Direction · Styling · Ecomm Product Storytelling
Led a refresh of BaubleBar’s ecommerce product presentation across PLP and PDP experiences, evolving the visual system used to showcase product across the site.
Introduced an updated visual standard focused on natural lighting, richer materials, and more dimensional styling, continuing the evolution of the brand’s ecommerce visual system.
Within the first two weeks of launch, the update drove measurable impact, increasing demand by 10%+ and improving conversion from 1.3% to 1.5% (~15% lift), with newly photographed styles reaching 2.3% conversion.
Reshot and updated imagery across a core collection, aligning photography, retouching, graphic design elements, and product copy to create a more elevated and cohesive experience across collection pages and PDPs.
Product Description Page Content
Expanded product storytelling across PLP and PDP
Role
VP of Creative
Scope
Photography direction, styling, ecommerce visual system, product storytelling
Team
Photographers, retouching, design, ecommerce, copy, merchandising
Impact
+10% demand, +15% conversion lift